Google said nothing would change for current customers and that it plans to incorporate the video ad company's technology into DoubleClick's product suite, which was reinforced in a separate announcement on mDialog's site: "Longer term, we're also very excited about combining mDialog with the DoubleClick platform for publishers. Together, we're looking forward to offering content creators new and even better ways to make money from their live and on-demand content."

This is the latest in a series of steps Google has taken to boost video. Earlier this month, the company launched programmatic premium video marketplace Google Partner Select, to make it easier for big brands to buy Web video ad inventory.